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The Future Now blog offers up a quickie analysis of Dunkin' Donuts' May 15th free iced coffee campaign -- which was reportedly promoted using word of mouth to spread the word about the give away. According to the post, Dunkin' could have done a little better with its search efforts. At WOMMA's WOMM-U conference last week, Bob Pearson from Dell reminded attendees that the Google results page is your new homepage, and a Google search turned up misinformation about the free iced coffee. Other elements about the campaign -- the way the word about it spread and the company's homepage and Facebook RSVPs -- received positive nods.
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This article highlights an H&R Block presentation in which Amy Worley, H&R Block's Director of Digital Marketing, outlined successes and lessons learned from the company's foray into social networking. According to Worley, this tax season the company waged a social networking blitz, which included efforts in Facebook, MySpace, YouTube, Twitter, Second Life, as well as widgets. The overall effort reaped the company a 171% lift in online awareness from their target audience, and it cost them only 0.5% of their marketing budget.
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With the launch of its Google Friend Connect, Google is edging into the social networking waters -- and just on the heels of announcements from Facebook and MySpace about the collapse of their garden walls. This service from Google allows website owners to easily add social networking functionality -- from message boards to member databases -- to their existing website, giving even websites that aren't explicitly social the ability to become forums for discussion and interaction.
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If you're looking to make a move and want to stay in the word of mouth marketing industry -- and of course you DO! -- the WOMMA Job Board is a great place to start.
To see what's new on the WOMMA Job Board, visit:
http://www.womma.org/jobs/
WOMMA members -- don't forget to take advantage of your free Job Board listings. This is the best way to reach the most-connected marketers in your industry. Check the Job Board page for details.
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To bloster the launch of its Prince Caspian video game, WOMMA member company Disney is opening up its DGamer site. DGamer is a social network designed for tweens that allows them to create avatars, chat with other users, and share high scores and other stats from their Disney games -- including the new Prince Caspian game. According to this article from The Globe and Mail, the DGamer space is just the latest leg in the company's growing involvement in the digital world.
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The Editorial Board for the fourth volume in WOMMA's growing research and WOM measurement series, along with a review panel for a special section on finding the value of a conversation, will be holding a kick-off call later this month.
Members of the MWOMv4 Editorial Board will:
- Read and vet topic submissions
- Identify key areas of interest in the WOM research field
- Give constructive feedback to paper authors
- Rate and review papers for MWOMv4 WOM Research Awards
Members of the Valuing a Conversation review panel will:
- Read and vet special topic submissions
- Verify that the special topic is being represented from a variety of viewpoints
- Greenlight papers for inclusion in MWOMv4
WOMMA members: This is a great way to get involved with WOMMA. If you're interested in being a part of this WOM research effort, send an email to membership@womma.org and we will send along the dial-in information for the MWOMv4 Editorial Board kick-off call.
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We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there:
>> Case Study: How Zune Morphed Into a Haven for Artists on the Rise
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Take a look at this case study from WOMMA member company Microsoft. Multiple perspectives detail what Microsoft used new media and word of mouth marketing techniques to launch Zune into the hands of enthusiastic users. Peruse articles from Advertising Age and BrandWeek as well as a synopsis from Feed Co.
>> Finding the "Missing Link": Advertising's Impact on WOM, Web Searches & Site Visits
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This article by Jeffrey Graham of The New York Times, originally published in The Journal of Advertising Research, was referenced in Graham's Word of Mouth Marketing University presentation last week in Miami. This article talks about the gap between marketers' big talk about the power of WOMM and their big spending on traditional media. It specifically addresses advertising's impact on positive word of mouth.
WOMMA members, log in to the WOMMA Member Center to download your own copy:
http://womma.leveragesoftware.com/blog_view.aspx?CustomerID=memberlibrary
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>> WOM UK Espresso Briefing
May 28, 2008 | London, UK
WOMMA members save 20% off the cost of registration.
Join WOMMA's UK affiliate organization, WOM UK, to learn about the implications of the new Consumer Protection from Unfair Trading Regulations.
For more information or to register, visit:
http://www.regonline.com/Checkin.asp?EventId=615090
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